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Situations / 04

E-commerce · United StatesTypical scenario

The brand everyone comments on, but that sells one bottle at a time.

Skincare brand selling on Shopify in the United States. Strong Instagram audience, lots of questions in the comments, sales mostly one item at a time.

The diagnostic questionWhy does an audience that comments only buy one product at a time?

This is my situation →See how it works
Poster “What matters”: a scale where a small key outweighs a pile of hearts
ORAKLIS · 04
What you hear

“How much is it? Does it work for sensitive skin?”

What really holds them back

“I do not know which one to pick, and paying shipping for a single bottle puts me off.”

This is you if…

Three telltale signs.

  • Under your posts, people ask “how much is it?”.
  • You reply “link in bio”, and the conversation ends there.
  • Most of your orders contain a single product.
The mechanism, in one picture

What happens, seen from the customer’s side.

Click to enlarge.

From comment to order: the “Comment INFO” post, the comment, the two-question direct message, the starter set with shipping included, the one-page checkout. We track comments to messages, messages to orders, and average order value.
The full path, from comment to checkout.
“How much is it?”: with “link in bio”, the customer gets lost in the catalogue; with “Comment INFO”, they get an answer and the right set.
Customers are not looking for a catalogue. They are looking for an answer.
What the diagnostic looks for

Three frictions, each with its proof.

01

Questions in the comments get “link in bio”: the link opens the whole catalogue.

02

Nothing is designed for a first purchase: customers build their routine alone.

03

Shipping costs only appear in the cart, at the moment of paying.

What we change

Three actions, in order.

  1. A “Comment INFO” post: every comment triggers a direct message.
  2. A message that asks two questions (skin type, goal) and sends the right set.
  3. A starter set, shipping included, with a direct link to a one-page checkout.
What we measure

Indicators we track together.

Indicator 1Comments that become direct-message conversations
Indicator 2Conversations that become orders
Indicator 3Average order value and share of orders that are sets

No promised numbers: starting values are recorded with you, then tracked.

An excerpt of what we deliverInstagramScroll →
1/7Stop
guessingWhich routine for your skin? Two questions, one answer.@your.brand
2/7

Been torn between three bottles for a week?

@your.brand
3/7

Your skin does not need more products.
It needs the right ones.

@your.brand
4/7

The starter set

  1. Cleanser, serum, cream: a complete routine.
  2. Chosen for your skin type.
  3. Shipping included, nothing to work out.
@your.brand
5/7

Two questions by DM, and we tell you which one to pick.

@your.brand
6/7

No link in bio.
An answer for you.

@your.brand
7/7

Comment INFO: we DM you your routine.

Comment “INFO”@your.brand
The intended benefit

A shorter path from comment to order, and a fuller first basket.

Your situation

Does this sound familiar?

The Decision Diagnostic is free. Within 72 hours, we pinpoint the visible frictions that may be holding your prospects back, and what to fix first.

  • A link is enough
  • Review ready within 72h
  • 30-min debrief
Get my free diagnostic →See a sample debrief
Other situations

Not quite you?

01 · Independent coachThe coach everyone likes, but nobody calls.“I love your posts!”Read the situation →
02 · B2B consultingThe firm that sends quotes… and never hears back.“We will get back to you.”Read the situation →
03 · Industrial SMEThe manufacturer with traffic, but almost no enquiries.“Could you send me a data sheet?”Read the situation →

Typical scenarios. These situations are built from cases we often come across. They are not clients: no results figures are claimed.